Creating Immersive Experiences at Your Fitness Facility

As health clubs and studios bounce back from the pandemic, they face an altered landscape of consumer interests and expectations. To satisfy them, new facility construction and existing remodels are reflecting adapted designs and layouts.

Members today want two experiences that are on their face contradictory. Many want maximum workout efficiency and effectiveness. Forget long slogs on the treadmill. Now it’s get in, get it done, and get out. Yet other consumers prioritize self-care and feeling good, and are making time for recovery, spa services, and mental health. Seeking an escape from the chaos of the world, the stress of their lives, and the loneliness of working from home and online exercise, they’re turning to health clubs and studios to meet needs beyond just the physical.

That means immersing themselves in an environment that fosters not only perspiration, but also motivation, socialization, and satisfaction.

“Clubs are broadening their scope beyond physical workouts to encompass social, mental, and recovery aspects, emphasizing the importance of holistic offerings,” says Rudy Fabiano, the founder and design principal of Fabiano Designs. “Providing comprehensive services that cater to multifaceted needs is a testament to the industry’s adaptability.”

While banks are making financing more available, architects and club operators—from single studios to national chains—are crafting recreational and restorative retreats that drive membership, revenue, and retention.

Training Floor Transformation

With functional and strength training eclipsing cardio workouts, clubs are reconfiguring and readjusting the equipment mix.

Gainesville Health and Fitness (GHF) in Florida just began an 11,000-square-foot expansion to its 122,000-square-foot main location to add a premium functional training space, new personal training section, expanded leg training area, additional dumbbell space, and enlarged stretching area.

“We’re responding to the popularity of the free weight and functional training spaces, which are the most used in the gym,” says Joe Cirulli, the owner of GHF. “We aim to solve pain points so that nobody has to wait for equipment.”

Gold’s Gym SoCal, which currently operates 23 locations in southern California, has increased the strength areas in its new clubs by 60%. Its Thousand Oaks facility, which recently underwent an expansion to 50,000 square feet, now includes indoor and outdoor turf areas, an Escape Room for semi-private workouts, and a posing room for bodybuilders.

Plus, its Anaheim Town Square location just debuted “The Bakery,” specifically for glute training.

“It’s where buns rise,” quips Cyndi Colonna, the director of events and community outreach at Gold’s Gym SoCal. “We look to achieve excellence per square foot.”

To deliver that excellence, many clubs are emulating studios. “The design of exercise spaces is leaning more toward boutique layouts to boost the customer experience,” observes Matthew Januszek, the CEO of Escape Fitness USA. “Operators are increasingly focused on catering to the diverse preferences of members, so rather than simply installing multiple squat racks, they are creating subcategories to accommodate varying levels of experience and comfort.”

Torque Fitness offers a wide variety of attachments and accessories for its racks and rigs to maximize the diversity of training opportunities and provide space efficient and versatile options that benefit both exercisers and clubs.

“We convert non-revenue areas into revenue-generating spaces that engage exercisers and make them want to return,” says Jerry Dettinger, the CEO of Torque.

No longer cramming in as much equipment as possible, clubs are seeking more open space and even individual pods, where small group training participants are equipped with their own accessories so they don’t have to share.

Besides equipment, flooring also matters. “Owners recognize the importance of quality flooring that goes beyond functionality to enhance safety, performance, and aesthetics,” points out Bo Barber, the chief growth and innovations officer at Ecore. “Flooring sets the tone for the type of activities and creates a welcoming environment.”

And it’s not just indoor spaces anymore, as outdoor workout areas and pickleball courts are popular. “Developing an outdoor workout area tends to be significantly more economical per square foot than expanding the indoor footprint,”

Fabiano notes. “Not only is physical activity in the fresh air beneficial, but there’s a unique joy, reminiscent of childhood play, that comes from exercising outdoors.”

To ensure maximum usage of the outdoor area, Bryan Dunkelberger, a principal at S3 Design, Inc., recommends shade coverings and large fans for greater comfort.

During the pandemic, GHF added a 10,000-square-foot outdoor training pavilion and currently is revamping the outdoor space at its Tioga location.

And after expanding from one floor to an entire building, the luxury Longevity Club in Charleston, South Carolina, is now developing a 1,800-square-foot outdoor training and relaxation terrace with private cold plunge tubs.

Recovery Options: Restore and Revive

As the interest in feeling better has grown exponentially, clubs are integrating recovery areas to capitalize on demand and generate revenue.

“Recovery is here to stay,” says Bruce Carter, the founder and president of Optimal Design Systems International. “Dedicated recovery spaces are being designed into new facilities, and existing clubs are converting spaces such as childcare or cycling studios.”

According to Fabiano, new clubs are allocating between 600 to 2,000 square feet to recovery spaces.

West Wood Clubs, which has six locations in Dublin, Ireland, recently opened a new recovery room with heated hydrotherapy massage and cryotherapy beds at its Sandymount location. At the Clontarf Club, the company gutted its existing spa to build a bigger space that includes two giant Jacuzzis, a larger sauna and steam room, an ice room, a salt room, heated loungers, and a cold plunge pool.

“Members absolutely love the new spa area, and usage is out the door,” says Karen Polley, the managing director at West Wood Clubs.

Longevity Club created a dedicated stretching and recovery area, and also now offers acupuncture, chiropractic, massage, and functional medicine in-house.

“We built our brand on hospitality, where people feel cared for,” says Jennie Brooks, the owner/president of the Longevity Club. “So, we offer convenience in as many ways as we can, including a variety of curated services that we know members appreciate having under one roof.”

Healthworks Fitness Clubs in the Boston area debuted the Restore Spa after refurbishing its 19,000-square-foot flagship facility in Cambridge. It features a cold plunge pool, infrared sauna, eucalyptus steam room, whirlpool, spa showers, and restorative massage services.

“Recovery and longevity technology and services are just as important as cardio and strength,” observes Mark Harrington, the president of Healthworks.

Because recovery also encompasses mental health, some clubs are incorporating meditation pods, quiet rooms, and spaces with a strong connection to nature to help members release stress and relax.

Accentuating Ambiance

In addition to recovery spaces, locker rooms represent a haven and are a frequent target for upgrades.

“Members now expect more spacious grooming areas, increased privacy, and larger showers, and upscale clubs are offering heated shower floors, full-body dryers, and private dressing niches,” Fabiano says.

Carter adds that unisex bathrooms with private showers are becoming more common among studios and smaller clubs.

Equally as important are club lobbies and reception areas, which today are viewed as places to showcase the brand and linger.

“Lobbies have become much more inviting and less intimidating,” Carter reports. “Rather than offering sightlines to a mass of exercise machines, these areas are being designed to make a great first impression that is welcoming to both new and existing members.”

West Wood also unveiled a new reception and café area in Clontarf, which Polley describes as “a bright, beautiful, and friendly hub of the club.” Healthworks likewise designed a new reception area and lounge where members can relax and socialize.

At the Longevity Club, Brooks focuses on sensory appeal and making a stellar first impression when members enter not only the reception area, but also each floor of the multi-story facility.

“Taste has a big effect on memory, so we offer amenity bars with complimentary mints, fruit, tea, and coffee at the entrance and exit of each floor so that members come in and leave with a lasting pleasant impression,” she explains.

Co-working spaces have been limited to large, multipurpose facilities to date, but some clubs are placing communal tables with charging stations in the lobby as a convenience for members.

“The integration of co-working areas reflects a broader, more holistic approach to member services, acknowledging evolving lifestyle needs that blend work, fitness, and wellness,” Fabiano observes.

Lighting, colors, and flooring all contribute to fostering a custom environment that differentiates brands, attracts customers, and encourages repeat visits.

“There’s a trend toward creating visually stunning and immersive environments through thoughtful lighting, color schemes, and overall design as consumers increasingly expect higher quality in fitness facilities,” Januszek says.

Return on Reinvestment

Design upgrades and remodels are an ongoing cost of stimulating growth amid competition.

“We are always busy, and the facilities get old and tired every few years,” Polley says. “It’s a constant cycle of reinvestment, which is essential to meeting the evolving needs of our members and keeping us ahead of the curve.”

Januszek acknowledges the worth of engaging spaces. “By offering a comprehensive experience that goes beyond traditional workouts, clubs give members more reasons to value their membership and return.”